Campaign Spotlight

Campaign Spotlight: NESCAFÉ Gold debuts ‘Those Few People’ new global campaign from Publicis Worldwide

LONDON – NESCAFÉ and Publicis Worldwide are launching a new NESCAFÉ Gold campaign that will run across the European region. The UK will be the first to launch with a thought-provoking 90-second spot to air on TV, cinemas and online.  

The campaign titled ‘Those Few People’, created by Publicis London and Publicis Conseil, focuses on why it is important to spend moments with the ones we care about. The new work sees NESCAFÉ Gold relaunch its product with an updated formula that brings in special blends crafted with Highland Arabica beans that are ground ten times finer to reveal the soul of the bean for a finer & fuller taste.

The campaign includes emotional and product TVCs linking the care we put into our relationships with the care and attention that goes into making a cup of NESCAFÉ Gold. The campaign will also feature an update to its classic packaging with a new, modern design.


NESCAFÉ Gold believes all meaningful connections are rare, precious and worth saving, because they truly enrich our lives. The campaign aims to drive home the message that we’ll each meet around 80,000 people in our lifetime but only a few will be really special to us. We don’t often get a chance to make that many truly meaningful connections, so the ones we do manage to establish are worth making and effort and holding onto.

The ad features a man on stage addressing the thousands of people he’s met in his lifetime: university friends, people from nights out, co-workers…the list is endless. But who are those special few that know him best? 

It ends with NESCAFÉ Gold’s new strapline “NESCAFÉ Gold. For the Moments That Matter.”

It was filmed in the Plovdiv Roman theatre in Bulgaria.

Nicolas Huillet at NESCAFÉ says: “For the EMENA regional relaunch of our legendary NESCAFÉ Gold, we have collaborated with Publicis in key markets to develop new communication built on the combination of our long-term coffee expertise and willingness to foster connections. The new fully integrated campaign creatively demonstrates the need for people to continue to connect and re-connect with those important people, as well as our capabilities to win in the fastest growing premium coffee segment.

Bruno Bertelli, Global Chief Creative Officer, Publicis Worldwide commented: “NESCAFÉ has always stood for the importance of special moments shared with those we care about.  That’s the idea that we expand on in ‘Those few people’, a reminder of all those precious moments that have truly impacted our lives, those that spark nostalgia and those that we will never forget.”

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